Modernizing health care in The Bahamas

National Health Insurance Bahamas

// branding, campaign

NHI Bahamas is a national health insurance program for The Bahamas introduced by the government. Its aim is to make their health care system more modern, affordable and accessible. They required a brand strategy and corporate identity development to communicate their role and services to the Bahamian public.

They needed a logo and brand for the initiative that could communicate clearly within a population of a high illiteracy rate. It would need to instill and create trust with the public while promoting the goals of the current leadership. The public would need to be able to relate to the issues, people and ideals promoted as part of the brand.

Strategy

We developed a logo based on the program’s people-centered model of care, conceptually depicting a community arm in arm, supporting one another. We used The Bahamas’ national colours of yellow, blue and black for their cultural and political meanings. The yellow represents the golden sand and shining sun, the blue represents the sea surrounding the country, and the black symbolizes the strength of the Bahamian people.

We extended the brand throughout multiple communications platforms such as advertisements, posters, brochures, cards, and a website. We developed a solid, recognizable look and feel for the initiative with a visible national affiliation.

Overcoming challenges

As a small country, there isn’t a wide range of stock imagery that accurately reflects the environment and demographic – we had to work hard to source appropriate, high quality imagery. We were responsible for directing Bahamian photographers in capturing the correct visual content for the target application.

We developed a brand that is inviting and progressive. It communicates a positive future for Bahamians through images that are reflective of the population to help the audience relate to the content and develop favourable connotations with the core goals of the initiative.

Overall, the identity works to support and communicate the overarching values of the health care plan for the Bahamians in a way that is positive and visually appealing. The array of communications materials is informative, engaging, and effectively promotes the program and its goals to the public.